Explore current category usage to identify unmet needs and get ideas for potential improvement or innovation.
Cat food, coffee machine, dishwasher tablets, hair spray…
Vacation planning app, meditation practices, home cleaning services…
— Involvement and importance of the category
— Level of satisfaction
— Typical occasions
— Drivers (what drives usage)
— Unmet needs (opportunities)
Involvement
What first comes to your mind when you think about INSERT CATEGORY — what words, associations? When you think about this category, how does it make you feel?
How often do you use INSERT CATEGORY?
In general, how important is INSERT CATEGORY for you? {Use a scale from 1 to 5, where 5 means “Highly important”}
Imagine INSERT CATEGORY won’t exist anymore, how would it make you feel? Why so?